According to the WIPO Web site:
“Intellectual property (IP) refers to creations of the mind, such as inventions; literary and artistic works; designs; and symbols, names, and images used in commerce. IP is protected in law by, for example, patents, copyright, and trademarks, which enable people to earn recognition or financial benefit from what they invent or create. By striking the right balance between the interests of innovators and the wider public interest, the IP system aims to foster an environment in which creativity and innovation can flourish.”
“The World Intellectual Property Organization (WIPO) is the global forum for intellectual property policy, services, information and cooperation. A specialized agency of the United Nations, WIPO assists its 188 member states in developing a balanced international IP legal framework to meet society’s evolving needs. It provides business services for obtaining IP rights in multiple countries and resolving disputes. It delivers capacity-building programs to help developing countries benefit from using IP. And it provides free access to unique knowledge banks of IP information.”
Here is an infographic about global patent filings in 2014.
New, actionable ideas are the long-term lifeblood of both large and small firms. It is rare that a business can survive over time with just the products being marketing today.
Many companies recognize that idea generation and assessment are aided by following a series of steps. Others are totally haphazard in their approach and hope to eventually have a “eureka” moment.
As Laura Montini, reports for Inc.:
When it comes to great ideas, intuition is ‘more powerful than intellect.’ That’s according to the late Steve Jobs. Many experts would agree that truly transformative ideas rarely come from one individual with a high IQ. Instead, these researchers, executives, and entrepreneurs believe that innovation is largely the result of freewheeling collaboration — with just a few guidelines.”
“Below Bluescape, creator of collaboration software and hardware, organized a few of these experts’ insights into four main steps. Take a look a the infographic below for tips on creating an effective idea strategy.”
Marketing budgets in 2015 are expected to grow, in some cases, for the first time in years.
As Nicola Cooper reports for Responsys:
“The Econsultancy Marketing Budgets Report 2015, created in association with Oracle Marketing Cloud, delves into marketers’ expected spend for the coming year and is a great opportunity to see whether you are facing similar challenges to the rest of the industry and inform your priorities for the year.”
“Because a customer’s decision to buy now involves many interactions with a brand, delivering an orchestrated approach is essential for any brand to attract and retain customers. It’s clear that our industry is aware of this; this year’s report indicates that nearly three quarters (74%) of the companies surveyed believe they are working towards delivering unified customer experiences, rather than standalone campaigns or interactions. In addition, 71% of the companies surveyed say that they are focusing on ‘breaking down internal silos to better co-ordinate and integrate [their] marketing efforts’. Marketers are unifying marketing strategy as well as unifying the marketing teams delivering those campaigns.”
“More generally, the findings also indicate that marketers are more likely to be increasing overall budgets for the year ahead than at any time since the launch of our first Marketing Budgets Report in 2010, during the height of the economic crisis. Winning areas include marketing technologies and digital marketing, as a result of stronger boardroom support.”
Click the image to read more.
Many times, companies tinker with their logos, their slogans, and other branded materials. They want to “freshen” things up.
Four recent rebrandings (Gap, Starbucks, Vodafone, and AirBnB) are the subject of a recent analysis by Erik Devaney for HubSpot:
” If you’ve ever been part of a company or worked on a product that’s undergone a rebrand, you know how absolutely crazy it can be. From establishing goals, to iterating on designs, to actually implementing your branding changes on your Web site and across all of your marketing channels, it’s a lot of work.”
“I was part of a rebrand at a startup a few years back. The company at the time was shifting direction and targeting a different audience, so a rebrand made sense. We had to come up with a new name, new logo, new colors … new everything! Needless to say, there were a lot of brainstorms, a lot of late nights, and a lot of general craziness right up until we flipped the switch on the new branding.”
Click the image to read about rebranding at Gap, Starbucks, Vodafone, and AirBnB.